July 26, 2016 10:20 - 11:50

Individual differences in reward sensitivity and both liking and wanting food with novel package design

[Speaker] Kawashima, Tomoya:1,2
[Co-author] Lajante, Mathieu:3, Wakabayashi, Masahiro:4, Kitaguchi, Masatoshi:4, Naito, Tomoyuki:4, Matsumoto, Eriko:1
1:Kobe University (Japan), 2:Japan Society for the Promotion of Science (Japan), 3:Graduate School of Management (IGR-IAE), University of Rennes 1 & CREM (UMR 6211) (France), 4:Osaka University (Japan)

The study aimed to investigate whether individual differences might influence the viewer's preferences and choice toward food packages according to the degree of novelty. It has been reported that novelty of the design affects its aesthetic preference (Hung & Chen, 2012). Such evaluation and decision making may include individual differences of sensitivity to novel appetitive stimuli. We assessed this possibility by using BAS scale (behavioral activation system: Carver & White, 1994). Students in France observed 20 French and 20 Japanese snack packages. Novelty and preference score of food packages were measured by continuous scale. Wanting score was calculated by behavioral choice task: paired snacks were presented and participants were asked to select which they wanted to eat. We found the positive correlation between novelty and wanting in high BAS group for only French snacks. These results suggest that individual differences modulate willingness to consume novel, but not too novel foods.
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